ITC Industry News Bulletin #28
In this week’s airline, travel and tourism news, a Tourism New Zealand marketing campaign is performing exceptionally well, Air New Zealand’s 7th anniversary exhibition comes to Auckland and more.
TOP STORIES
New campaign ad rating higher than 100% Middle-earth
A new Tourism New Zealand marketing campaign, ‘Every Day a Different Journey’, is performing exceptionally well. Launched in July, the campaign’s TVC is currently rating higher than previous middle-earth ads in Australia, China, USA, UK, Germany and Japan.
According to an evaluation undertaken in October, the ad is rating at an average of 77 per cent, whereas middle-earth ads rated an average of 64 per cent.
Director of Marketing at Tourism New Zealand, Andrew Fraser, said it was a “massive challenge” to follow the success of the middle-earth campaign, so he’s pleased to see the new approach is working.
“These results show that our idea of presenting a visit to New Zealand as a series of interlinking, spectacular experiences within relatively easy reach is an absolute winner. It’s great news,” Mr Fraser said.
Air New Zealand’s 75th anniversary exhibition lands at Auckland Museum
Aucklanders now have a chance to enjoy the ‘Air New Zealand 75 Years: Our Nation’ exhibition. The interactive exhibition has moved from Te Papa in Wellington to the Auckland War Memorial Museum.
Head of Global Brand at Air New Zealand, Jodi Williams, said the exhibition was a great success in the capital, with close to 390,000 people passing through to learn more about the airline’s fascinating history.
“As New Zealand’s national airline, Air New Zealand has become intrinsically linked with the history of New Zealand itself and it’s fantastic to look back at the growth of an industry, aircraft innovation, style and most importantly the people who have been part of the last three quarters of a century of the Air New Zealand story,” Ms Williams said in a press release.
The exhibition will be displayed at Auckland Museum until 22 May 2016 in the Special Exhibitions Hall. It’s free with museum entry.
IN BRIEF
Google underestimated popular New Zealand tourist route
During a time when driver safety is a hot topic in New Zealand, Google has revised its estimated driving time between Queenstown and Milford after being approached by the NZTA last year. Google’s time was about 50 minutes shorter than other estimates, leaving officials concerned it could encourage travellers to speed. Read more.
Japanese social influencers’ prize trip to New Zealand
New Zealand has gained great exposure in Japan this week, thanks to five Japanese ‘social media influencers’ travelling the country and sharing their experience with hundreds of thousands of followers. This trip was facilitated by Tourism New Zealand. Read more.
Hawke’s Bay: Jetstar flights ‘a tourism game-changer’
General Manager of Hawke’s Bay Tourism Annie Dundas believes the new Jetstar flights to the region, due to commence next week, will be “a complete game-changer for tourism growth opportunities”. She told the Hawke’s Bay Today: “competitive airfares are good for domestic tourism but this will also open up international connections to Australia too”. Read more.
Air New Zealand’s Airband a world first
Proving itself once more as a leader in customer service, Air New Zealand has unveiled an incredible new feature for children who are flying alone. The newly launched Air New Zealand Airband is a wristband with a tiny chip that is scanned as the child travels, prompting automatic text notifications to their parents. Read more.
Tauranga’s tourism strategy paying off
Tourism Bay of Plenty chairman Ian Smith believes Tauranga is finally shaking off “that retirement village reputation” and attracting more tourists (both domestic and international visitors) to its shores. According to recent figures, visitors are spending more in the area – a great indication of a good summer to come. Read more.
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